EP157: How the Best Brands Use 3 Categories of Paid Advertising to Grow
In this episode of the GrowthTLDR, we talk to Shane Murphy-Reuter, who heads up marketing for Intercom. Shane leads a marketing team of +70 people at Intercom, helping the company to move upmarket. We talk to Shane about paid advertising and how companies can more effectively split their budget across direct and brand advertising. We get into how most B2B brands don't do brand advertising well and give examples of companies who excel in that area. We then discuss the three categories of paid advertising, brand, problem, and product, and how companies should use them. Happy Growing!